Social Media Campaigns: Strategies for Public Relations and Marketing

The second edition of the book is updated and includes new strategies, content, and discussion of ethical considerations in campaign design and data collection and analysis. It is suited to undergraduate and post-graduate students as a primary text for courses in social/digital media marketing and public relations.

\n Format: Paperback / softback
\n Length: 210 pages
\n Publication date: 30 December 2020
\n Publisher: Taylor & Francis Ltd
\n

This comprehensive and updated second edition of Digital Audience Engagement and Data Metrics provides students with a solid foundation in the principles of engaging with digital audiences and measuring the impact of their efforts across various platforms. It equips them with the skills and knowledge necessary to adapt to the rapidly evolving world of digital media.

The book takes students on a journey through the processes of social listening, strategic design, creative engagement, and evaluation, offering expert insights from renowned social media professionals. Thoroughly revised and expanded, this edition includes:

New Strategies: In-depth guidance is provided to students in the initial campaign planning phase, covering key considerations such as identifying target audiences, defining goals, and developing effective strategies.

Added Content: Extensive coverage is given to influencers, social care teams, and newsjacking, highlighting their roles in digital audience engagement and the strategies employed to leverage their influence.

Research Evaluation: A comprehensive section is dedicated to research evaluation, covering the process of collecting, analyzing, and interpreting data to inform campaign design and decision-making. Students learn how to assess the effectiveness of their campaigns and articulate the return on investment (ROI).

Ethical Considerations: A heightened focus is placed on ethical considerations in campaign design and data collection and analysis. Students explore the importance of transparency, privacy, and responsible data usage in today's digital landscape.

Suitable for Undergraduate and Post-Graduate Students: The book is designed to serve as a primary text for courses in social/digital media marketing and public relations, as well as a secondary text in broader public relations and marketing campaign planning and writing courses.

Accompanying Online Resources: An extensive range of online resources is available to support students' learning, including chapter reviews with suggestions for further resources, instructor guides, in-class exercises, a sample syllabus, assignments, and exams, and lecture slides.

Visit www.routledge.com/9780367896201 to explore the full range of features and benefits of this essential textbook for digital media professionals and students alike.

\n Weight: 342g\n
Dimension: 152 x 228 x 18 (mm)\n
ISBN-13: 9780367896201\n
Edition number: 2 New edition\n